There is universal point where customer segment becomes receptive to whole new category. COVID 19 is 8th point of entry - Martin Lindstorm

1. C H A N G I N G
C O N S U M E R
PAT T E R N S
T H E 8 T H P O I N T
O F E N T R Y
B A S E D O N A R T I C L E B Y
M A R T I N L I N D S T O R M
R A N J U M O H A N

2. P O I N T O F
E N T R Y
That’s a universal point where a
customer segment becomes
receptive to a whole new category
of products and services.

3. Proud mom or
dad
Expecting
new born ,
notice a
whole new
range of
products.

4. U N I V E R A L
7 P O I N T S
O F E N T R Y
I. Arrival of new-born,
II. First day in school,
III. Going off to college,
IV. First job,
V. Moving away from home,
VI. Getting married,
VII.Retiring.

5. C O V I D 1 9 The eight entry point

6. W H Y D O E S C O N S U M E R C H O O S E
O N E B R A N D O V E R A N O T H E R
• Why does a consumer choose one brand over another?
A key question marketers often struggle with, and information solicited from consumers
frequently falls short of providing a decent answer.
• So how do they do & decide ?
Consumers are having to trust more and more to their gut feelings.
Marketers have long recognized this and brands that do not have any clear tangible advantages,
have sought to directly infer emotional benefits in their communication.
• Emotions operate at two levels in our mental lives: one conscious, the other non-
conscious. Conscious emotions are what we usually call feelings. Nonconscious
emotions are what psychologists call affective states, and they include
emotional somatic markers, first discovered by neuroscientist Antonio Damasio. These
somatic markers (which we call emotional markers “The Central Role of Emotions in Consumer
Responses”) play a crucial role in consumer decisions and responses to marketing

7. H O W D O
E M O T I O N S
W O R K ?
• Emotions operate at two levels in our
mental lives: one conscious, the other non-
conscious.
• Conscious emotions are what we usually
call feelings.
• Nonconscious emotions are what
psychologists call affective states, and they
include emotional somatic markers.

8. S O M AT I C
M A R K E R
A shortcut to action
These somatic markers (called emotional markers )play a crucial
role in consumer decisions and responses to marketing.
Discovered that profound events get etched into permanent
memory to such an extent that they can actually be spotted on
fMRI scans
Coined by Antonio Damasio, a professor of neuroscience,
psychology, and philosophy.

9. H O W D O I
F E E L I F I
D O T H AT ?
• Damasio’s work suggests that, when faced with a decision,
humans use only one criterion in making their choice:
“How will I feel if I do that?”
• Brand decision-making is no different . It like gut feel
decision making .
• When consumers make a decision their brains relate to
perceptions back to previous experiences and their
associated emotions.
• By assembling these “somatic markers” one can anticipate
the feelings that one will experience from each of the
options.

10. W H A T D O E S
E M O T I O N A L
M A R K E R
D O ?
• Emotional markers play a big role in judgment and
choice, greatly simplifying how everyone interact with
the marketing world .
• Emotional markers are created and updated by every
experience one has in their lives.
• Every time a consumer encounters a product or
brand — whether directly (through personal use or
consumption) or indirectly (through exposure to
marketing) — is an opportunity to slightly change that
consumer’s emotional markers in either a positive or
negative direction and influence the consumer’s later
behavior.

11. • “The biggest misconception in branding strategies is the belief that branding is about
market share when it is really always about ‘mind and emotions’ share” (Joel Desgrippes
– ‘Emotional Branding’)
• It means that consumers don’t desire brands, but rather they desire an outcome.
• Focus therefore should be on discovering and understanding the feeling – not the brand.

12. Socrates told his students that the mind is like a brick of wax –'on which we stamp what we
perceive or conceive' we remember and know 'whatever is obliterated or cannot be
impressed, we forget and do not know'
This is where the phrase 'make an impression' hails from
This is what brands needs to do, both on and offline, prior, during and after their
experience.
We need to create memories so strong that our customers become loyal advocates.

13. • When we make decisions about what to buy, our brain summons and scans
incredible amounts of memories, facts, and emotions and squeezes them into a
rapid response - a shortcut of sorts that allows you to travel from A to Z in a
couple of seconds and that dictates what you just put inside your shopping cart. A
study conducted by German brand and retail experts, Gruppe Nymphenberg, found that
over 50 percent of all purchasing decisions by shoppers are made spontaneously - and
therefore unconsciously - at the point of sale. These brain shortcuts have another name:
a somatic marker.

14. W H AT S O M AT I C M A R K E R S C A N Y O U
C R E AT E F O R Y O U R B R A N D ?
• One don’t have to be a huge brand with a huge budget to put some of this thinking into
practice.
• Have a think about your target audience, what will work as a hook and how can you get
them to create stronger memories and impressions both on and offline:
• Sight , smell , taste, touch , hear
• What music would work best on your company video?
• What colour would work best on your brand?

15. 8 T H
S O M AT I C
M A R K E R
COVID-19 has created a negative
Somatic Marker for all of us, opened an
eighth point of market entry, and
brought with it profound behavioral
changes.

16. T H E S M A L L
C H A N G E S
I N T O B I G
O N E S
• Increase in pet sales
• We can’t help grabbing our phones and checking
messages that haven’t actually arrived (“the phantom
vibration syndrome”)
• Obsessively and routinely disinfect our hands … and
disinfect them again, ten minutes later… even if we
haven’t stepped outside our home.

17. T H E C H A N G E I S
O N C E I N A
L I F E T I M E
• New behaviors and completely new needs.
• Opened to completely new business opportunities.

18. W H A T D O T H I N K
A R E N E W
O P P O R T U N I T I E S ?
• Your ability to see the subtle,
meaningful shifts in your corner of this
world — is unique.
• Make the most of that opportunity.

19. Thank you